An Open Letter To Barry Judge - CMO Best Buy
You Happier.
That’s the new positioning (tag) line for Best Buy? What does that mean to us unhappy consumers? We were unhappy in the past with Best Buy but you’ve made changes to make us happier? Are we just unhappy in life? Are we so starved for time that Best Buy somehow makes our life happier? Is Best Buy’s service so remarkable that we’ve become happier? Am I happy because I just bought a new flat screen? If so wouldn’t I be equally as happy if I bought it at Circuit City? Why are we freakin’ happy? What’s it supposed to mean?
The new TV spot attempts to showcase Best Buy’s superior service as a family goes from competitor to competitor, frustrated by the lack of service. Finally the family arrives at Best Buy and whamo, they’re happier because they get service.
Reality check….
In my experience Best Buy’s service is plain awful. Their employees are severely under-trained in just about everything. I could walk into just about any Best Buy and wait very long to be waited on and then find out that the representative knew little about the products they were trying to sell me. That’s how I perceive Best Buy, but I’ll open it up to you.
Are you happier? Comment below and then hop over to Barry Judge’s blog to let the CMO of Best Buy know: http://barryjudge.com/
![[del.icio.us]](http://images.del.icio.us/static/img/delicious.small.gif){kind=small}
November 17th, 2008 at 8:44 am
I couldn’t agree with you more! “You, Happier” is one of those nonsense lifestyle lines that could promote razor blades, floor polish, elective surgical procedures, etc. It was interesting that the company announced last week that its outlook for the holidays was ‘dire.’
November 17th, 2008 at 3:21 pm
You hit the nail on the head! The first time I saw the new commercial, my first thought was “How generic!” It really doesn’t speak to Best Buy’s strengths. As a former consumer electronics retailer, let me tell you something you already know: Currently, Best Buy’s strength has nothing to do with service or customer experience.
Best Buy is a good place to go, provided you already know what you want, have done all the research, and don’t want to wait for shipping. Best Buy will usually have great advantages on price, which in this economic climate will more than suffice as promotion. They should play up to this strength.
November 17th, 2008 at 3:27 pm
Hey CJ, I like what you said but I’m nervous of the price thing. Once they start becoming the Walmart it’s over for them. But you’re right, everything I’ve ever purchased at Best Buy was already decided after my own research.
November 17th, 2008 at 4:38 pm
I would be happier if there was a best buy on island. My parents have a best buy near them in Sarasota. They are helpful. It’s the only one though.